MUMBAI: Leading media and communications agency, Maxus India has won the media duties for OLX, India’s largest online classifieds platform. This account win comes after a multi-agency pitch held recently. The account will be managed by the New Delhi team lead by Navin Khemka. The media agency on record will manage all traditional media outlets as well as content marketing for the brand. The traditional media for the brand was earlier handled by ZenithOptimedia since 2011.
OLX India CEO Amarjit Singh Batra said, “We welcome Maxus on board and look forward to creating path-breaking campaigns that can match our current growth trajectory and also significantly enhance it in the months to come. Changes in the technology and media domains, as well as the growth in the Internet business, not only offer new opportunities but also pose some interesting challenges. We feel that Maxus will be able to think strategically, and offer innovative business-led solutions for the same.”
Commenting on the win Maxus South Asia MD Kartik Sharma said, “We at Maxus are committed to approach planning in an integrated manner with deep emphasis on innovative media concepts that provide cutting edge solutions. Maxus’ strategy based on consumer and category understanding, along with a strong focus on ROI, led to this new-age business win. Our vision is two-fold- to communicate their brand proposition through an effective media mix and creative strategies, and use those to accelerate business growth for the brand.”
Maxus managing partner Navin Khemka said, “We are delighted to have OLX as a part of the Maxus Delhi team. Our experience and expertise in managing new age clients has helped provide them with an edge in the market place. We are confident about delivering ground breaking solutions for driving OLX’s business objective. We are looking at innovative and customized solutions to connect buyers and sellers in every small town and village in India.”
OLX India already has 80% market share of the consumer-to-consumer (C2C) online classifieds in India, and is the number one classifieds for used cars and motorbikes, mobile phones, and household items. OLX has five times the brand awareness that of the number #2 classifieds player. The auto category, from which 45% of the page-views come, has a brand awareness at least five times that of any other player in the industry (according to Google Trends). OLX is the number #1 buying + selling mobile App in India according to Google Play store, and is currently trending at 2.8 billion page-views a month (February 2016). As pioneers of ‘We-Commerce’ in India, OLX brings sellers and buyers together for win-win transactions. OLX is also a global leader in online classifieds, present in 40 countries and 50 languages across the globe.
MUMBAI: The ‘Travel Insurance’ campaign for Tata AIG has won gold in the ‘Consumer Research Category’ at the Festival of Media Asia Pacific (FOMA) 2016 awards held in Singapore — awards that celebrate the best in media thinking and communications across the APAC region.
ZenithOptimedia Group chief digital officer Mayoori Kango said, “FOMA is a very prestigious award and it is a matter of great pride for us to be receiving it. Resultrix was able to drive high potential users to the Tata AIG website and convert them to sale, driving impressive results. By dialing up on our LiveROI philosophy, we helped Tata AIG find the right triggers to scale up on sales and drive growth faster than their competitors.”
The campaign in question is based on the insight that travel is something that everyone looks forward to, while mostly takes a back seat, especially in India. If Indian travelers do get insured, it’s usually only for specific destinations.
As per research by Resultrix India, part of ZenithOptimedia Group, more than 90 per cent of travel insurance transactions online are made within 3 hours of the first search. Resultrix had to drive brand impressions and site traffic by maintaining close to 100 per cent share-of-voice throughout the journey to purchase during that decisive 3-hour window.
Resultrix developed a proprietary research methodology to understand the correlation between traffic generated from search terms and brand impressions, and direct site traffic – using this to determine the potential to convert individual prospects to sale, and then targeting them with customized messaging based on the actual terms used. In just one quarter, there was a great 67 per cent increase in Tata AIG brand and product related searches; over 42 per cent increase in direct page traffic. This in turn ultimately increased travel insurance transactions for the brand by a massive 74 per cent.
MUMBAI: The ‘Travel Insurance’ campaign for Tata AIG has won gold in the ‘Consumer Research Category’ at the Festival of Media Asia Pacific (FOMA) 2016 awards held in Singapore — awards that celebrate the best in media thinking and communications across the APAC region.
ZenithOptimedia Group chief digital officer Mayoori Kango said, “FOMA is a very prestigious award and it is a matter of great pride for us to be receiving it. Resultrix was able to drive high potential users to the Tata AIG website and convert them to sale, driving impressive results. By dialing up on our LiveROI philosophy, we helped Tata AIG find the right triggers to scale up on sales and drive growth faster than their competitors.”
The campaign in question is based on the insight that travel is something that everyone looks forward to, while mostly takes a back seat, especially in India. If Indian travelers do get insured, it’s usually only for specific destinations.
As per research by Resultrix India, part of ZenithOptimedia Group, more than 90 per cent of travel insurance transactions online are made within 3 hours of the first search. Resultrix had to drive brand impressions and site traffic by maintaining close to 100 per cent share-of-voice throughout the journey to purchase during that decisive 3-hour window.
Resultrix developed a proprietary research methodology to understand the correlation between traffic generated from search terms and brand impressions, and direct site traffic – using this to determine the potential to convert individual prospects to sale, and then targeting them with customized messaging based on the actual terms used. In just one quarter, there was a great 67 per cent increase in Tata AIG brand and product related searches; over 42 per cent increase in direct page traffic. This in turn ultimately increased travel insurance transactions for the brand by a massive 74 per cent.
MUMBAI Madison Media Omega, a part of Madison Media Group recently announced the win of yet another mega account, LeEco in Bangalore. The estimated size of the account is around Rs 150 crores and it will be handled out of the agency’s Bangalore office.LeEco, a global new age company of Chinese origin with market capitalization of more than USD 12 billion , recently debuted with two smartphones – the Le 1 s and Le Max, the world’s first handsets to have a mirror-surfaced fingerprint recognition technology and other compelling features at disruptive prices. The multimedia aggressive launch that used print, digital and outdoor drew a phenomenal response and surpassed the expectation of the company.
Founded in 2004, LeTV (subsequently, name changed to LeEco) has grown into a global conglomerate over the years. It offers live streaming, cloud, e-commerce, and smart TVs among other products and services.
LeEco director Marcom Meera Krishnan said on choosing Madison Media, “We chose Madison Media after an exhaustive review of capabilities and reputation of media agencies. Madison’s meticulous planning and execution of the first launch campaign has drawn a fantastic response which has surpassed our ambitious expectation. We now are now on course to roll out more smartphone models as well as other exciting products from our Ecosystem in India..
Madison Media & OOH group CEO Vikram Sakhuja said, “Technology brands are redefining marketing in India, and it is very exciting for Madison to partner LeEco in launching what promises to be an altogether new experience in the exploding smartphone category. We are delighted that our first campaign delivered extra-ordinary response in terms of bookings and sales”.
Madison Media Group has been on an account winning spree, having won a host of new businesses in 2015, including Snapdeal, OYO Rooms, Peppertap, Shaadi.com, Viber, Lenskart.com, Metro Cash & Carry, Gaana.com, Cricbuzz.com, Amul Hosiery, DHFL and Bandhan Bank among others.
MUMBAI Madison Media Omega, a part of Madison Media Group recently announced the win of yet another mega account, LeEco in Bangalore. The estimated size of the account is around Rs 150 crores and it will be handled out of the agency’s Bangalore office.LeEco, a global new age company of Chinese origin with market capitalization of more than USD 12 billion , recently debuted with two smartphones – the Le 1 s and Le Max, the world’s first handsets to have a mirror-surfaced fingerprint recognition technology and other compelling features at disruptive prices. The multimedia aggressive launch that used print, digital and outdoor drew a phenomenal response and surpassed the expectation of the company.
Founded in 2004, LeTV (subsequently, name changed to LeEco) has grown into a global conglomerate over the years. It offers live streaming, cloud, e-commerce, and smart TVs among other products and services.
LeEco director Marcom Meera Krishnan said on choosing Madison Media, “We chose Madison Media after an exhaustive review of capabilities and reputation of media agencies. Madison’s meticulous planning and execution of the first launch campaign has drawn a fantastic response which has surpassed our ambitious expectation. We now are now on course to roll out more smartphone models as well as other exciting products from our Ecosystem in India..
Madison Media & OOH group CEO Vikram Sakhuja said, “Technology brands are redefining marketing in India, and it is very exciting for Madison to partner LeEco in launching what promises to be an altogether new experience in the exploding smartphone category. We are delighted that our first campaign delivered extra-ordinary response in terms of bookings and sales”.
Madison Media Group has been on an account winning spree, having won a host of new businesses in 2015, including Snapdeal, OYO Rooms, Peppertap, Shaadi.com, Viber, Lenskart.com, Metro Cash & Carry, Gaana.com, Cricbuzz.com, Amul Hosiery, DHFL and Bandhan Bank among others.
MUMBAI: National Payments Corporation of India (NPCI) has appointed Dentsu Media, a full-service agency from the Dentsu Aegis Network, as their media agency, following a multi-agency pitch.
Commenting on the win, Dentsu Media India CEO Divya Karani said, “We are very proud to be the media partner to National Payments Corporation of India’s RuPay card. This mandate is a great addition and testimony to our understanding and work with other marquee clients such as SEBI, AMFI and RBI in this sector.”
“The RuPay card epitomizes the ‘Make in India’ crusade. It will disrupt the category status quo, both in pricing and service, but most importantly it is a brave step towards financial inclusion for all. Our team is super excited to be a part of enabling this disruption,” she added.
National Payments Corporation of India (NPCI) is an umbrella organization for all retail payments system in India. It was set up with the guidance and support of the Reserve Bank of India (RBI) and Indian Banks’ Association (IBA). NPCI has ten promoter banks namely, State Bank of India, Punjab National Bank, Canara Bank, Bank of Baroda, Union Bank of India, Bank of India, ICICI Bank, HDFC Bank, Citibank and HSBC.
The last five years has witnessed the organization growing multi-fold, from 2 million transactions-a-day to 20 million transactions-a-day. From a single service of switching of inter-bank ATM transactions, the range of services has grown to Cheque Clearing, Immediate Payments Service (24x7x365), Automated Clearing House, Electronic Benefit Transfer and a domestic card payment network named RuPay, providing an alternative to international card schemes. As on end-October 2015, over 220 million Indians own RuPay cards.
MUMBAI: National Payments Corporation of India (NPCI) has appointed Dentsu Media, a full-service agency from the Dentsu Aegis Network, as their media agency, following a multi-agency pitch.
Commenting on the win, Dentsu Media India CEO Divya Karani said, “We are very proud to be the media partner to National Payments Corporation of India’s RuPay card. This mandate is a great addition and testimony to our understanding and work with other marquee clients such as SEBI, AMFI and RBI in this sector.”
“The RuPay card epitomizes the ‘Make in India’ crusade. It will disrupt the category status quo, both in pricing and service, but most importantly it is a brave step towards financial inclusion for all. Our team is super excited to be a part of enabling this disruption,” she added.
National Payments Corporation of India (NPCI) is an umbrella organization for all retail payments system in India. It was set up with the guidance and support of the Reserve Bank of India (RBI) and Indian Banks’ Association (IBA). NPCI has ten promoter banks namely, State Bank of India, Punjab National Bank, Canara Bank, Bank of Baroda, Union Bank of India, Bank of India, ICICI Bank, HDFC Bank, Citibank and HSBC.
The last five years has witnessed the organization growing multi-fold, from 2 million transactions-a-day to 20 million transactions-a-day. From a single service of switching of inter-bank ATM transactions, the range of services has grown to Cheque Clearing, Immediate Payments Service (24x7x365), Automated Clearing House, Electronic Benefit Transfer and a domestic card payment network named RuPay, providing an alternative to international card schemes. As on end-October 2015, over 220 million Indians own RuPay cards.
MUMBAI : Easter is the time when families come together to celebrate tradition, auspiciousness and love. It is also the time when brands, especially in the FMCG sector try and outdo each other and make the most of the lose purses that come with the festival. This means mega campaigns and millions of marketing dollars going into Ad Ex. Not to mention the extremely creative ways to bring out the flavour of the festival. Here are five Easter ads that every creative lover must check out this year.
Pokemon : Pokemon20 Super Bowl Commercial
Super bowl advertisements are epic. No doubt about it. But even so, why is a super bowl advertisement in this list? It’s because, to celebrate its twentieth anniversary, the popular anime series and gaming franchise Pokemon took viewers to the most elaborate and expensive Easter adventure of all time. Its scale can be imagined from the fact that the company bought the 30 sec ad slot in the game for $ 5 million!
But its jaw dropping price tag isn’t the only reason why it made the headlines and grabbed over 12 million eye balls online last January. To commemorate its 20 years of existence, the franchise chequered the 1 min long ad (whose shortened version ran at the Super bowl) with numerous Easter eggs, that is, Pokémon related hints – some obvious and some conspicuous. Just a few seconds in the video, any die hard Pokemon fan would jump with delight in having spotted the hints – right from Mew’s haphazardly drawn face on the car in the starting few shots to the Nidoking chess pieces.
Not only has the video been masterfully created by a Los Angeles based agency named Omelet, which banked on an epic idea that brought together all Pokémon fans, the decision to release the trailer two weeks before its actual launch sent social media into a frenzy and made the hunt even more exciting. If you haven’t found all the eggs yet, here, go catch ‘em all!
Co-Op Food: Eggsperiment
Not all great ads need a mastery of visual effects, great locations and million dollar spends in production costs. Some are simple, real and yet powerful. Just like Co-Op Food’s ‘eggsperiment’ that was conceptualized and executed by Forever Beta. The eight films under this campaign transpired out of a social experiment to find ‘good eggs’ in the society.
In the ad, one sees a gullible looking man in a busy street of white collar workers. The man is seen walking from one person to another and asking if he could borrow their tie to work as it is his first day. While some shrug him off, many come forth to help the man. As soon as they give him the tie, a person dressed as an Easter chicken comes forth and greets them with an Easter egg (from Co-Op). The social experiment was highly well received and garnered lots of conversation around the brand and Easter on social media as well.
Cadbury: #EggsEverywhere; even in Loch Ness
Cadbury and Easter Eggs are synonymous with each other and each year the brand out does itself in its campaigns to maintain this status quo. This year, while Cadbury maintained its presence on television through several cute bunny ads that show the fluffy adorable being hiding eggs everywhere, the cherry on the cake was definitely the experiential stunt that tempted the fabled Loch Ness Monster in Scotland.
As part of the #EggsEverywhere campaign this Easter, Cadbury dropped three giant eggs into the famous Loch Ness in Scottish Highlands, and the slowly rising eggs gave the impression of the monster rising from beneath the water’s surface. It was a daring but extremely clever idea to bring the two highly popular myths – the Easter Egg and the Loch Ness Monster – together in a single campaign, and naturally gave the brand outstanding visibility throughout the Easter campaign season.
The initiative was handled and executed by Dentsu Aegis Network’s experiential marketing arm PsLive.
ASDA Stores: #GiantHen
It’s a war tank, It’s a dinosaur; No, it’s…a giant Chocó hen!
Remember that jaw dropping moment in the super monster movie where people look up and simply gape at the monster’s sheer gigantic size? Well, American supermarket chain Asda’s new Easter commercial starts just the same way with people craning their necks to look up at the giant chocolate hen that makes its way through the city, as traffic comes to a standstill and reporters wait around with their OB vans to break news about the hen.
The hen ceremoniously makes its way to the top of an Asda store where arrangements are made and anticipation is high. And then the hen lays an egg- a chocolate Easter egg! With its simple narrative, the ad definitely sets the mood for the festive occasion. VCCP, the creative agency behind the campaign couldn’t have had a more fitting song to go with the video – Tom Jones’ She’s a Lady!
M&S Foods: Adventure in ‘which came first?’
The eternal question of ‘which came first – the egg or the chicken’ has sparked many a debate, and yet somehow every time people argue about it with fresh enthusiasm. London based retail giant Marks and Spencer understands this well and plays on this in its latest TVC.
Launched on 17 March, the campaign was created by Rainey Kelly Campbell Roalfe Y&R or simply RKCR/Y&R. The commercial has M&S Foods inviting everyone to embark on an Easter adventure to find which came first and in turn take a chocolatey, sugary journey through its products– a great way to introduce its collections for Easter. Smartly staying ambiguous on whether it is the egg or the chicken, the ad does a great job of drawing viewers in through high definition videos of cheeky chicks to fruit and nut delight.
The ad keeps one hooked until the end, if it is not for the answer, then it is for the mouth-watering visuals. The tag line — ‘Chickens, eggs and everything Easter on M&S’— successfully brings the focus back to the egg, the chicken and the riddle, making viewers conscious of how they enjoyed getting lost in the adventure. After all, it’s always the hunt that keeps one going, not the result.
MUMBAI : Easter is the time when families come together to celebrate tradition, auspiciousness and love. It is also the time when brands, especially in the FMCG sector try and outdo each other and make the most of the lose purses that come with the festival. This means mega campaigns and millions of marketing dollars going into Ad Ex. Not to mention the extremely creative ways to bring out the flavour of the festival. Here are five Easter ads that every creative lover must check out this year.
Pokemon : Pokemon20 Super Bowl Commercial
Super bowl advertisements are epic. No doubt about it. But even so, why is a super bowl advertisement in this list? It’s because, to celebrate its twentieth anniversary, the popular anime series and gaming franchise Pokemon took viewers to the most elaborate and expensive Easter adventure of all time. Its scale can be imagined from the fact that the company bought the 30 sec ad slot in the game for $ 5 million!
But its jaw dropping price tag isn’t the only reason why it made the headlines and grabbed over 12 million eye balls online last January. To commemorate its 20 years of existence, the franchise chequered the 1 min long ad (whose shortened version ran at the Super bowl) with numerous Easter eggs, that is, Pokémon related hints – some obvious and some conspicuous. Just a few seconds in the video, any die hard Pokemon fan would jump with delight in having spotted the hints – right from Mew’s haphazardly drawn face on the car in the starting few shots to the Nidoking chess pieces.
Not only has the video been masterfully created by a Los Angeles based agency named Omelet, which banked on an epic idea that brought together all Pokémon fans, the decision to release the trailer two weeks before its actual launch sent social media into a frenzy and made the hunt even more exciting. If you haven’t found all the eggs yet, here, go catch ‘em all!
Co-Op Food: Eggsperiment
Not all great ads need a mastery of visual effects, great locations and million dollar spends in production costs. Some are simple, real and yet powerful. Just like Co-Op Food’s ‘eggsperiment’ that was conceptualized and executed by Forever Beta. The eight films under this campaign transpired out of a social experiment to find ‘good eggs’ in the society.
In the ad, one sees a gullible looking man in a busy street of white collar workers. The man is seen walking from one person to another and asking if he could borrow their tie to work as it is his first day. While some shrug him off, many come forth to help the man. As soon as they give him the tie, a person dressed as an Easter chicken comes forth and greets them with an Easter egg (from Co-Op). The social experiment was highly well received and garnered lots of conversation around the brand and Easter on social media as well.
Cadbury: #EggsEverywhere; even in Loch Ness
Cadbury and Easter Eggs are synonymous with each other and each year the brand out does itself in its campaigns to maintain this status quo. This year, while Cadbury maintained its presence on television through several cute bunny ads that show the fluffy adorable being hiding eggs everywhere, the cherry on the cake was definitely the experiential stunt that tempted the fabled Loch Ness Monster in Scotland.
As part of the #EggsEverywhere campaign this Easter, Cadbury dropped three giant eggs into the famous Loch Ness in Scottish Highlands, and the slowly rising eggs gave the impression of the monster rising from beneath the water’s surface. It was a daring but extremely clever idea to bring the two highly popular myths – the Easter Egg and the Loch Ness Monster – together in a single campaign, and naturally gave the brand outstanding visibility throughout the Easter campaign season.
The initiative was handled and executed by Dentsu Aegis Network’s experiential marketing arm PsLive.
ASDA Stores: #GiantHen
It’s a war tank, It’s a dinosaur; No, it’s…a giant Chocó hen!
Remember that jaw dropping moment in the super monster movie where people look up and simply gape at the monster’s sheer gigantic size? Well, American supermarket chain Asda’s new Easter commercial starts just the same way with people craning their necks to look up at the giant chocolate hen that makes its way through the city, as traffic comes to a standstill and reporters wait around with their OB vans to break news about the hen.
The hen ceremoniously makes its way to the top of an Asda store where arrangements are made and anticipation is high. And then the hen lays an egg- a chocolate Easter egg! With its simple narrative, the ad definitely sets the mood for the festive occasion. VCCP, the creative agency behind the campaign couldn’t have had a more fitting song to go with the video – Tom Jones’ She’s a Lady!
M&S Foods: Adventure in ‘which came first?’
The eternal question of ‘which came first – the egg or the chicken’ has sparked many a debate, and yet somehow every time people argue about it with fresh enthusiasm. London based retail giant Marks and Spencer understands this well and plays on this in its latest TVC.
Launched on 17 March, the campaign was created by Rainey Kelly Campbell Roalfe Y&R or simply RKCR/Y&R. The commercial has M&S Foods inviting everyone to embark on an Easter adventure to find which came first and in turn take a chocolatey, sugary journey through its products– a great way to introduce its collections for Easter. Smartly staying ambiguous on whether it is the egg or the chicken, the ad does a great job of drawing viewers in through high definition videos of cheeky chicks to fruit and nut delight.
The ad keeps one hooked until the end, if it is not for the answer, then it is for the mouth-watering visuals. The tag line — ‘Chickens, eggs and everything Easter on M&S’— successfully brings the focus back to the egg, the chicken and the riddle, making viewers conscious of how they enjoyed getting lost in the adventure. After all, it’s always the hunt that keeps one going, not the result.
MUMBAI: With the number of e-commerce platforms growing at a phenomenal pace, it is become necessary to think of unique ways to catch the consumer through either eye-catching television commercials or through purse-catching offers.
Flipkart which is one of the earliest platforms in India has taken a new communication route promising consumers of the platform being not just convenient, but assured as well, to enhance its position. The new campaign, which has been conceptualized by Lowe Lintas Bangalore, has been weaved around the core thought that “Shopping with Flipkart is not just convenient, but assured as well.”
The campaign attempts to address that segment which uses online shopping but have a certain fears that cross their minds. Some fears that people have are around “the fear of unknown” like fake products, and cumbersome returns process. The campaign attempts to reappraise people’s perception about Flipkart’s Service Promise and reassure the core target group on the benefits of online shopping.
Commenting on the objective, Flipkart marketing VP Shoumyan Biswa said, “With over 50 million users, Flipkart is the largest ecommerce player in the country. We are seeing great traction with our consumers on the back of pioneering selection, service and pricing. While the start has been great, we feel the journey has only just begun especially when the majority of the country is yet to experience online shopping. In such a scenario, we believe that as market leaders it is our responsibility to develop the market and help onboard the next few million.”
He added that Flipkart had initiated an extensive activity across multiple cities and different target segments of potential shoppers some months earlier. While there were some nuances in terms of the reservations towards shopping online, the overarching challenges could be distilled down to two key points –Reassurance that the consumers will get original products and the Ability to return products with ease if needed
.
Flipkart Matlab Bilkul Pakka is the new slogan and Biswa said, “Given the strategic importance of this project, our approach for this campaign was to design, plan and execute a complete 360 degree campaign leading with spots on TV, Integration and Sponsorships on key properties across genres like ICC T20 World Cup on Star Sports, Sa Re Ga Ma Pa on Zee TV amongst other key regional, youth and niche genre sponsorships.”
Over the next few weeks this will get amplified by a strong social, digital and outdoor plan reaching out to national metro as well as regional markets.
The campaign comprises a series of two films that focus on the assurance provided by Flipkart that the products sold on its platform are of genuine quality. In the first film titled ‘Easy Exchange & Returns’, a non-user of online shopping – who is also a boss – is asking his employee to buy a gift from a local retail store. But the employee suggests Flipkart. Not wanting to compromise on the choice and quality, the boss seems apprehensive of taking the online route. But upon further conviction by the employee on the assurance on quality and easy return policy, he decides to buy from Flipkart. He is completely satisfied as he gets to return the product without any questions asked.
In the second film titled ‘100% Original Products’, a doctor is shown complimenting his patient on his choice of shoes. The patient leads him to the Flipkart App that has a range of shoes he can chose from. As he is apprehensive that he may not receive a genuine product, the patient promises him that the product is indeed genuine and is something that is vouched by Flipkart as well. In fact he could even return the product if he does not like it. Now convinced, the doctor goes ahead and shops from Flipkart and ends up being totally satisfied.
Sharing his views on the creative thought process, Lowe Lintas CCO Arun Iyer said, “We wanted to get an entertaining creative expression which has the core cultural insight of our consumers ingrained in it. With our campaign “Flipkart matlab bilkul pakka”, we have been able to answer the most primary and oft repeated service related question, “Pakka na?” This campaign has been crafted with an attempt to connect to our consumers through instances which depict doubts which a lot of our prospective consumers have before shopping online. Hopefully through this campaign, we would have answered their questions and relieved them off their doubts regarding online shopping. Hopefully people enjoy it as much as we enjoyed working on this project.”
Adding his views, Lowe Lintas Bangalore ECD Rajesh Ramaswamy said, “In today’s times of crazy clutter, we wanted to take an approach where we are sharp and to the point. The challenge was to still make it entertaining. So, this treatment of back and forth, set to a soundtrack of a TT match, really stood out, and added to the humour in the end. And yes, we also got characters we have always loved but never see in ads like Amol Palekar and Rajesh Sharma. It is always inspiring to work with Abhinay Deo, and we believe we have something really clutter breaking and enjoyable.”
The treatment for the campaign is derived from a ping pong game, as the conversation follows that pattern of communication where each character ‘serves’ a response. The music too has been used in the pauses and silent moments of the film to ensure that the desired message is pronounced. It has been shot by Ramesh Deo Productions and will play on prominent offline and online mediums as part of its outreach plans.
